Research Forum Welcomes Scripps Networks

The School of Information Sciences is pleased to present a research forum focusing on user research and methodologies. Come and hear how the Scripps Networks cable television networks—HGTV, Food Network, DIY, Fine Living, Shop at Home, and others—do research to learn what viewers want in their television programming.

Researchers at Scripps Networks apply several methodologies to help their networks better understand their consumers, such as primary quant studies (telephone, on-line, mail), dial testing, focus groups, one-on-one usability tests, and secondary data sources (MRI, Simmons, Yankelovich, Nielsen).

They use these different methods to:

* Evaluate existing series, pilots, talent, promotions, image spots, site enhancements and packages, e-newsletters

* Measure ad effectiveness, brand perceptions, audience segments, and site visitors

* Track viewership patterns and trends, performance by program, daypart, or demo

* Identify relevant trends in the marketplace

* Assess strengths and weaknesses for our brands as well as the competition

**WHAT:**
Research at Scripps Networks: Understanding our Viewers

**WHO:**

* Ellen C. Ryan, Vice President of Research, HGTV

* Margaret Callcott, Ph.D., Research Manager, HGTV

* Julie Vawter, Research Manager, DIY

**WHEN:** Wednesday April 21, 1:30-2:30

**WHERE:** McClung Museum Auditorium, UT Campus

For more information, contact Dr. Carol Tenopir at ctenopir@utk.edu.